Engaging and delighting customers is the goal of every digital marketer. But with so many digital and traditional marketing touch points now lining the conversion path, that goal can seem difficult and out of reach.
Digital analytics can help turn this challenge into an opportunity by surfacing the actionable customer insights that reside in the data you are already collecting. Nearly three-quarters of marketers surveyed by Digital Marketing Depot frequently use analytics to identify issues to resolve or point the user experience team toward areas of the website to focus on. When used effectively, analytics not only tell you how your site did
yesterday but show you where you need to go tomorrow.
This white paper explains how analyzing customer behavior can improve customer loyalty and deepen brand engagement. It provides a step-by-step framework for developing testable hypotheses derived from data, and identifies four distinct segments of the customer experience that can highlight common webpage issues.